Sometimes downloading a white paper or study is a waste of time. I have downloaded hundreds of lead-generating ebooks and have found very few of them to be worth the time. Occasionally, a big study or survey piece will reveal some salient points, and I’m glad to have read it, but really it’s about 10% of the overall content. Here in a severaly abbreviated form is The State of Mobile Marketing 2017 from Incite Group and OpenMobile Media.

Here are the most important mobile challenges as outlined by the study.

Content and Context and Relevance are the top two challenges. How do you build a mobile app or platform that is relevant and valuable to your customers? Tons of businesses are creating apps that do nothing well. They are simply entries into the crowded mobile space. If you don’t understand the content part of the equation, it does not matter if you have an app or not.

Creating a personalized customer experience. That’s the top potential. How do you go about doing that? What mobile feature has not been covered? How does your app or program provide something new, something useful, something unique?

Make note that brand awareness and increased engagement are the top two objectives of mobile marketing. Sales is not the primary goal. When building a mobile program are you concentrating too much on sales? Do you have the budget to build something for brand awareness that does not drive sales?

The mobile marketing space is hard and apps are expensive to produce. And if they don’t increase revenue, what is the point?

Maybe you should concentrate on how well you site performs in the mobile browsing experience. Well over half your audience is viewing your site on their phone. And that includes B2B sites as well.

Get your mobile act together before you consider a mobile app. And make sure you understand the content that your audience would find valuable. Sales messaging is not going to fly and will get your app dropped, ignored, and deleted.